Bath, Body & Fragrance

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1 20 15 CATEGORY INSIGHT REPORT Bath, Body & Fragrance Current trends we see in food and beverage - natural, simplicity, indulgence, environmental responsibility - we see in bath, body and fragrance categories, too. As with food, consumers are looking for honesty, realness and convenience for their onthe-go schedules. In this report, we will take a look into four major personal care categories including Soap & Bath Products, Hair Products, Skincare Products and Fragrance as it relates to beauty.

2 Soap & Bath Products Similar to consumer trends in food and drink, soap and bath products are gaining momentum in the areas of simplicity, naturalness and the desire to be green. Now more than ever, consumers are wary about what they are putting on their body, demanding better-for-you products not just at the kitchen table, but in the home and shower as well. Quench Your Thirst Many consumers are seeking moisturizing components when making decisions about their bath and shower suds. Interested in products that offer longlasting moisture, they are actively looking for products with this claim and willing to spend more for them. In 2014, 39% of launches noted formulations that are moisturizing/hydrating. With this claim hitting the Top 10 list within the past 6,096 New products launched. Jan June three years, we can anticipate quenching the skin will remain a feature in bath and shower products forthcoming. Your Skin Likes Plants Too Herbal and plant-based ingredients are playing a large role in keeping skin hydrated while offering consumers the naturalness they are looking for. In 2014, 68% of moisturizing products contained botanical ingredients (aloe vera, shea butter, jojoba oil, palm tree butter) and the botanical/herbal claim has increased more than 53% in the past three years. 2,442 soap and bath new products have been launched in the past three years boasting the Botanical/ Herbal claim. Top 10 Claims: Bath & Soap Products Botanical/Herbal Ethical - Animal Moisturizing/Hydrating Anti-Bacterial Vitamin/Mineral Fortified Paraben Free Ethical - Environmentally Friendly Package Seasonal Female

3 Soap & Bath Products Jan June 2015 Products of Note The Body Shop Vanilla Brûlée Bath Canus Nature Pure Vegetable Soap Philosophy Fresh Cream Shampoo, Yes To Coconut Lemongrass Liquid Jelly offers indulgent, creamy-smelling with Fresh Goat s Milk is made with Shower Gel & Bubble Bath is a Hand Soap is designed to offer hand bubbles for the ultimate comforting, lavender oil and claims no animal testing multitasking three-in-one formula that renewal benefits, lightly scent the festive, bath-time experience. This on the back of package. leaves skin and hair feeling silky soft. It is hands and leave them ready for hand- formula features Community Fair Trade said to provide a scent that is guaranteed holding. Also available in Grapefruit Basil, honey from the southern region of to draw others close yet not overwhelm. Cucumber Eucalyptus and Blueberry Shea. Ethiopia and boasts softer and smoother skin after use.

4 Hair Products: Shampoo & Conditioner When it comes to haircare products, the spotlight on plant-based ingredients along with cruelty-free, paraben-free and environmentally friendly claims on packaging, shows a clear focus towards natural, better-for-you products. Consumers are seeking natural formulas, paying attention to vitamin/mineral fortified, antioxidant rich and paraben and sulfate free choices to help care for their hair. Benefits Over Price When making decisions about haircare, consumers tend to choose their suds according to specific benefits that they boast, before looking at price. Forty-seven percent of American shampoo users and 52% of Americans who use conditioners choose these products based on benefits such as moisture, smoothing and volume. All About Appearance Improving the appearance of hair is a key factor in the shampoo and conditioner market with brightening/illuminating and moisturizing/hydrating of the top claims. Brightening products have recently featured interesting ingredients such as diamond powder, sparkling oil or pink mineral to provide shine. Squeaky Clean The largest market sales of soap, shower and bath products is in the U.S. with shower products holding 84% of launches. 4,811 New products launched. Jan June Top 10 Claims: Hair Care Products Botanical/Herbal Brightening/Illuminating Moisturizing/Hydrating Ethical - Animal Long-lasting Paraben Free Time/Speed Ethical - Environmentally Friendly Package Damaged Hair Sulphate/Sulfate Free

5 Hair Products: Shampoo & Conditioner Jan June 2015 Products of Note Valley Green Naturals Rosemary Mint Alaffia Coffee & Shea Revitalizing Crabtree & Evelyn Tarocco Orange Renpure Advanced BB Cream Coconut Ultimate Fusion Conditioner is rich in Citrus Mint Shampoo combines coffee, Eucalyptus & Sage Volumizing Oil Nourishing Shampoo features a antioxidants and essential fatty acids, handmade shea butter black soap, Conditioner is inspired by the energizing fresh coconut fragrance and is said to exotic marula seed oil and moisturizing soothing aloe and essential oils. Alaffia and purifying botanicals of Sicily. This instantly penetrate to repair damage. This emollients to provide hydrated, soft, notes they pay fair wages to member conditioner features Taroccoa Sicilian red shampoo boats a cruelty-free claim and is manageable hair with healthy shine. of their shea butter cooperative in Togo, orange, eucalyptus and sage, along with free from sulfates and harsh salts. Africa. a combination of orange, bergamot and neroli to create its scent.

6 Skincare Products As consumers become more and more alert about what they put into their bodies they are also wary of what they put on their skin. Similar to the soap, bath and haircare categories, skincare products reflect trends of naturalness and health but also have a large focus on time and convenience. 9,744 New products launched. Jan June Convenient Care Consumers are busier than ever before, seeking products with convenience that can deliver instant results and help save time. They are on the hunt for multifunctional products that can cover, protect and moisturize all in one. One way manufacturers have satisfied this demand is with BB, CC and DD creams that are mighty in multi-function and boast several benefits in one. Additionally, several products have become available in smaller packs for on-the-go application. True Natural Anti-Aging Tan to Go! Self Tan Lotion features a vanilla mandarin scent and retails in a single use 15ml pack to get a glow on-the-go. Top 10 Claims: Skincare Products Moisturizing/Hydrating Botanical/Herbal Ethical - Animal Time/Speed Vitamin/Mineral/Fortified Brightening/Illuminating Paraben Free Long-Lasting Dermatologically Tested Cleansing

7 Skincare Products Jan June 2015 Products of Note Pacific Shaving Co. Caffeinated After Deep Steep Coconut Lime Argon Bath & Body Works Signature Bodycology Toasted Vanilla Sugar Shave is claimed to help liven the user s Oil Body Butter is said to provide the Collection Fresh Brazil Citrus Ultra Exfoliating Sugar Scrub is said to offer morning. Pacific Shaving Co. is centered ultimate hydration. It is formulated to Shea Body Cream is said to provide 24 rejuvenation that refreshens and softens around being good for the skin, the wallet restore moisture in need of intensive hours of continuous nourishing moisture. skin. It features a light fragrance of vanilla and the earth. This formula helps to keep repair. This lotion is vegan and cruelty- It is designed to let the senses run wild and brown sugar and includes avocado oil the skin smooth and supple thanks to free. with a sun-drenched mix of exotic citrus, to hydrate. caffeine. luscious pineapple, mango nectar, tiare and passionflower.

8 Fragrance When it comes to morning routines, scent can play a large role in why particular products are chosen. Fruits (especially citrus) and herbs like rosemary, mint and lavender have a leg up with consumers because they tend to associate these ingredients with health and freshness. Aromatherapy The demand for natural, simple, organic and green to be in all aspects of the consumers day (including their beauty routine) has helped aromatherapy become mainstream. Manufacturers are promoting scents to achieve everything from enhancing mood and reducing stress to relieving pain and aiding sleep. Of the U.S. fragrance users, two-thirds would be interested in scents that influence their mood or relieve stress and almost a quarter are willing to pay more for products with these benefits. Vanilla & Coconut These beauty and personal care categories (shown at right) share similar top fragrance components. Vanilla is first for soap and skincare and still falls under the top 5 in the hair category. In the past three years, vanilla has shown more than a 50% increase in product launches. Additionally, coconut also stands as a popular fragrance for personal care product launches. Similar to the food and beverage market, both vanilla and coconut are in the top 20 US flavors for new products within the past three years. Top 10 Fragrance Components: Bath & Soap Products Vanilla Coconut Additionally, 25% of consumers would Fresh Apple spend more for fragrances with skincare Lavender Mango benefits. (This is where we see the lines Berry Lemon between traditional beauty products Citrus Flower/Floral begin to blur.) Top 10 Fragrance Components: Hair Products Mint Orange Citrus Lavender Coconut Strawberry Vanilla Mango Fresh Lemon Top 10 Fragrance Components: Skincare Products Vanilla Pink Coconut Citrus Love Sweet Fresh Berry Lavender Apple

9 Beauty & Personal Care vs. Food & Beverage As food and beverage trends overlap with beauty and personal care categories, several market products reflect these blurred lines. Beverage flavors such as green tea and white tea, dessert flavors like bourbon buttercream and citrus flavors like orange all provide scent experience for morning routines that s similar to what s on the kitchen table. Miss Spa Brighten Jasmine & Green Korres White Tea Bergamot Bath & Body Works Bourbon Street Jafra Spa Brazilian Orange and Tea Hand & Body Lotion features an Freesia Body Milk features a blend of Buttercream Gentle Foaming Hand Ginger Bath and Shower Gel awakens aroma of jasmine and green tea extracts invigorating, yet sensual, delicate and Soap is described as a decadent salute to the senses with the scent of Brazilian to renew radiance. Other formulas include sweet toned white tea; long-lasting the flavors of the New Orleans, such as a orange and ginger, and allows users to Coconut Milk & Shea and Pomegranate & freesia; and sharp, sweet-bitter, heart- warm indulgence of golden butterscotch discover their inner selves by breathing in Mango. warming notes of bergamot. and whipped vanilla bourbon cream. aromatic essential oils.

10 FONA CAN HELP! Let FONA s market insight and research experts translate these trends into product category ideas for your brand. They can help you with concept and flavor pipeline development, ideation, consumer studies and white space analysis to pinpoint opportunities in the market. Our flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. We understand how to mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution. From concept to manufacturing, we re here every step of the way. CONTACT OUR SALES SERVICE DEPARTMENT at to request a flavor sample or visit SOURCES: MINTEL GNPD MINTEL MARKET INSIGHTS WOMEN S HEALTH

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